The challenge

Frey Chocolates are a Swiss manufacturer. They wanted to consider the UK potential for a brand of boxed chocolates. We were commissioned to assess attitudes to boxed chocolates. We also looked at the reaction to the specific range of chocolates, pack designs and brand names under consideration.

Objectives

The overall objective of the research was to assess the potential for Frey chocolates in the UK including:

• Exploring attitudes to different types of chocolate products
• Finding out what customers want from boxed chocolates when bought as a present, when received as a gift and when purchased for themselves
• Recording how they rated the taste, packaging, toppings and range of Frey chocolates compared to competitors
• Discovering which of 31 possible Frey chocolates had greatest appeal, both before and after tasting
• Recording any differences between key demographic groups

Our approach

First stage: Focus Groups

Two focus groups talked about the chocolates, their packaging, appearance and taste. Each focus group was made up of ten female chocolate eaters, fitting the demographic of the Frey’s target market. One was held in the north of England and one in the south.

The focus groups discussed topics such as:

• Current chocolate consumption and purchasing behaviour
• Awareness of different types of chocolate products and brands of boxed chocolates
• First impressions of toppings, variety, design and quality of packaging of Frey and a competitor
• Thoughts on the taste, texture and consistency of the Frey and competitor chocolates
• Any suggestions on how to improve the range of products, their taste and presentation.

Second stage: Quantitative assessment of chocolates

An online panel of 130 people looked at 31 different chocolates, selecting the ten they would most like to taste. They were then sent these chocolates through the post and asked to score the toppings, shape, size, form, composition and taste. Each respondent was asked to eat the chosen products in a specific order. This was randomised to ensure no bias in terms of the product ratings.

Outcomes

We presented the findings to Frey in a written report. Amongst suggestions made were that the UK market were less keen on marzipan chocolates than their continental cousins. Frey took away the findings and hope to launch to the UK market soon.

The post The sweet taste of potential appeared first on PCP Market Research.

The challenge

Double-glazing company Safestyle UK have significantly developed their brand in recent years. They recommissioned us to research how successful these changes had been. What was Safestyle’s geographical reach? How were they perceived? We were also asked to explore how their brand could be developed further.

Objectives

• To explore the decision-making process of potential customers
• To identify people’s perceptions of the client and their competitors
• To pinpoint the strengths, successes, failures and weaknesses of competitors
• To record the regional awareness, attitudes, perceptions and opinions about double-glazing

Our approach

The project was a four-stage research process. The first two stages generated ideas for brand development through qualitative market research. We then ran a quantitative survey to test these ideas and to quantify awareness and perceptions. For the final stage, we carried out a series of focus groups about advertising material developed from our findings from the first three stages.

First stage: Focus groups

We undertook ten focus groups in different locations to help us build a complete geographical picture. Each group was attended by different types of people, namely:

• existing customers
• those who had recently made an enquiry
• competitors’ customers
• those currently considering installing double glazing

What prompted them to consider double glazing? How did they find out about potential suppliers? Which advertising or promotional material did they find particularly attractive? Through their answers we built up profiles of possible customers and their decision-making process.

Second stage: Talking to those who made an enquiry but didn’t buy

We carried out a series of 18 depth interviews of 30 minutes each. We were particularly interested in why chose not to purchase from Safestyle. Depth interviews allowed for a more personal and in-depth understanding of their views and experiences.

Third stage: Online survey

We collected 600 online responses from people considering double glazing. The questions helped assess ideas and findings generated by the first batch of focus groups and depth interviews. We also used this survey to measure interest in ut some animated storyboards of a new advert.

We presented all of our findings and recommendations to the client’s brand and marketing.

Fourth stage: Testing out new advertising material

We were commissioned to carry out a further four focus groups of potential customers. Two were in the north, and two took place in the south of the UK. We explored their reactions to some new advertising ideas. We organised these groups and reported back within three days.

Outcomes

We combined all aspects of our research and presented the findings to Safestyle’s brand and marketing team. These influenced their forthcoming campaign.

What our client said:

“Safestyle UK commissioned PCP Market Research to undertake a major review of the company’s branding and advertising. Peter and his team worked tirelessly to meet tight deadlines and were dedicated to getting the clearest possible insights for the company.

We were delighted with the research they conducted and a new advertising campaign has been developed which incorporates many of the findings. Overall I feel that PCP really care about the quality of their work and how it can help their clients – something which is quite rare in the agencies I have worked with over the years. Well done to the team. They are very highly recommended.” Phil Berry (Head of Marketing) at Safestyle UK, based in Bradford

The post Opening up about brand recognition appeared first on PCP Market Research.